Scalable brand experience for a restaurant franchise across EMEA

Casa Feletto (2024–2026) | Branding, Franchise Experience & Multilingual Communication Highlights: • Developed a scalable brand and communication ecosystem for Casa Feletto, a Portuguese regional cuisine concept designed to expand through a franchising model across EMEA. • Structured a consistent brand experience connecting restaurants, digital channels, marketing campaigns, menus, promotional materials, and customer touchpoints. • Developed multilingual communication and product materials to support different markets, audiences, and cultural contexts. • Created scalable visual standards to maintain brand consistency across franchise locations and communication channels. • Connected Portuguese gastronomic heritage with a contemporary brand experience designed for international expansion. Problem → Solution: • Expanding a regional Portuguese restaurant concept into different markets required a brand system capable of maintaining consistency while adapting to local audiences and languages. • Restaurant communication was distributed across physical environments, digital channels, menus, promotional campaigns, delivery platforms, and events. • Created an integrated brand ecosystem connecting physical and digital customer experiences under the same positioning and visual language. • Structured scalable brand guidelines and communication standards to support franchise implementation across EMEA. • Developed multilingual content and product communication to adapt menus, campaigns, promotional materials, and digital experiences for different markets. • Created modular communication systems that could be replicated while preserving the identity and perception of Casa Feletto. Process: • Brand positioning and visual identity development • Research into Portuguese gastronomy and regional cultural references • Benchmarking restaurant and franchising brands across European markets • Mapping physical and digital customer touchpoints • Development of scalable brand and communication guidelines • Multilingual content and product communication • Adaptation of menus and promotional materials for different audiences • Integration of restaurant, digital, delivery, campaign, and event experiences • Iterative validation with stakeholders and restaurant operations Key Deliverables: • Brand identity and visual system • Franchise brand guidelines • Multilingual product communication • Restaurant menus and product presentation • Digital menu experiences • Marketing campaigns • Social media communication system • Digital screens and in-store communication • Promotional and seasonal campaigns • Delivery communication • Print and digital materials • Event and activation materials • Point of Sale communication • Brand templates for franchise locations Results & Learnings: • Created a unified brand experience across physical, digital, commercial, and promotional touchpoints. • Structured a scalable communication system designed to support franchise expansion across EMEA. • Reinforced the importance of balancing brand consistency with localization when designing for different markets and languages. • Demonstrated how multilingual design requires adapting content hierarchy, product communication, and customer touchpoints beyond direct translation. • Strengthened the connection between Portuguese gastronomic tradition and a contemporary restaurant experience. • Established a visual and communication foundation capable of supporting new locations, campaigns, products, and market adaptations. My Role: • Brand Strategy and Positioning • Branding and Visual Identity • Franchise Brand System • Brand Experience Design • Multilingual Communication • Product and Menu Communication • Art Direction • Marketing Strategy • Campaign Development • Digital and Physical Experience Integration • Stakeholder Alignment • Creative Direction and Execution Coordination Skills: Branding, Brand Strategy, Brand Experience, Franchise Design, Visual Identity, Art Direction, Multilingual Design, Localization, EMEA Market Adaptation, Product Communication, Integrated Marketing, Point of Sale Design, Digital and Physical Experience, Stakeholder Management